The moon is known for some powerful influences, from controlling the earth’s tides to even affecting one’s cravings. Now, to launch its first-ever global campaign, Taco Bell is using a billboard that the whole world can see.

On May 4, the world’s largest and brightest object in the night sky will resemble a favorite indulgence, the taco—a new lunar phase the brand is affectionately calling the “Taco Moon.” Taco Moon is the only sign that fans need to score a Taco Bell taco. When the Taco Moon arrives on May 4, fans in the U.S. can score its #1 best-selling menu item, a free Crunchy Taco, between 8-11:59 PM in-store or all day through the app or online

More than 20 markets will celebrate the Taco Moon, as the U.S.-based brand gives them a reason to try a taco and ultimately experience what Taco Bell fandom is like. Participating Taco Bell restaurants in international markets including the United Kingdom, Australia, India, Costa Rica, Guatemala and Puerto Rico will shell out a local offer with the beloved classic. For instance, a free Crunchy Taco with the purchase of a beverage in Guatemala and the option of a free black bean or seasoned chicken Crunchy Taco in India. All of which combine local flavors with a Taco Bell twist.

“Taco Bell has been an established brand in the U.S. for nearly 60 years and we are thrilled by the accelerating fandom we’re seeing globally,” says president of Taco Bell, International, Julie Felss Masino. “As we’re opening more and more restaurants internationally, we know the May 4 moon will take us to new ‘heights’ as we introduce ourselves to new future fans in a delicious way.”

On the heels of entering its 32nd international market and with more than 7,000 restaurants in the U.S., Taco Bell is on track to operate 10,000 restaurants globally in the coming decade. The brand is proving that its global expansion truly is out of this world. Taco Bell plans to give away the most tacos it ever has on a single day on May 4 when the saga of lunar phases ultimately displays its perfect half-moon shape.

To announce Taco Moon, the brand is launching an international integrated campaign, including nine :15 second spots and elements for social and digital. This is the first activation under a new campaign titled “I See A Taco,” which will be rolling out with more initiatives in the coming months, inviting consumers outside of the U.S. to see tacos everywhere. The taco cravings commence on May 4 in select markets, as consumers recognize the power of the glowing Taco Moon. After that, Taco Bell is certain consumers will start seeing tacos everywhere, which is really just the beginning of reaching ultimate brand fandom. Taco Moon was made in collaboration with creative agency Deutsch LA.

In the U.S., those fans who are unable to snag a free taco on May 4 during the redemption window have the opportunity to score two additional, unique offers all day on May 4 and May 5. Both offers are fully customizable, available online and for delivery, and Taco Bell Rewards beta members get bonus points on either promo. The classic $5 Build Your Own Cravings Box includes one Crunchy Taco, one Soft Taco, one Doritos® Locos Tacos, one Spicy Potato Soft Taco and a Medium fountain drink. The classic $15 Build Your Own Taco Party Pack includes three Crunchy Tacos, three Soft Tacos, three Doritos® Locos Tacos and three Spicy Potato Soft Tacos. The Build Your Own Cravings Box and Build Your Own Taco Party Pack can also be ordered through Taco Bell’s delivery partners, but prices will be higher and no bonus points will be earned on these orders.

Marketing & Promotions, News, Taco Bell